Every company needs a website, but the successful sites are usually well branded.
It’s a common misperception that a logo or an identity is a brand. A logo is really more like a name tag for a company. It’s a graphic representation meant to convey the essence of a brand.
An identity is formed by the logo and its application. In other words, the elements used by the company such as stationary, signage, vehicle graphics, uniforms, etc. An identity system is a comprehensive plan for how the logo and all of the elements get used to create an experience of a brand.
By creating a well-designed identity system, we begin to create a visual voice for a company. But a brand is so much more than the visual.
Your brand is not what you say it is; it’s what everyone else says it is. So, it’s everything about you – your quality, service, value, as well as your integrity, your work ethic, authority, what you stand for – everything that can possibly contribute to the way your company is perceived.
You are how you look online.
If you are trying to launch or build a successful business, you need to look the part. Your brand is what the outside world thinks of you; it’s a collection of impressions you build up over time. These days your first impression is often made online. You need a website, and your website needs to be a great reflection of you.
The public will form their opinions whether you take the steps to define your brand or not.
Here’s what your prospective clients do:
- 87 percent check out your website before a meeting with you
- 57% of people will not recommend a business with a poorly designed website
- 100 percent admit, “I have left a website because it was poorly designed or difficult to use.”
Clearly a website has an important impact on your business. When your clients search for you online you need to show up; but, you can’t just show up in a bland, unprofessional way. You need to look the part.
When we talk about branding a website, it means much more than creating a logo and look. A branded website gives a clear picture of your business through the information that’s presented, the way it’s presented, and the user experience of the site.
A branded website gives your business a great foundation for an online presence, a platform from which to communicate everything you do, everything you stand for. It’s the place where you can tell your story and engage your customers. Developing and creating your branded website can be the best thing you do for your business.
Create a visually appealing website that attracts your audience to set a positive first impression. Whether you do it yourself or hire a web designer, build a site that reflects your brand, looks visually appealing, and provides users with a positive first-time interaction on your site.